The millennial generation’s coming-of-age coincided with massive growth in the North American sports industry. Between 2010 and 2018, the North American sports market grew more than 40 percent from $49.9 billion to $71.1 billion, according to PricewaterhouseCoopers, fueled primarily by skyrocketing media rights and sponsorship revenue.
With more access than ever to a wider range of competitions, the men and women born between 1981 and 1996 developed an insatiable appetite for live sports, lifting leagues, teams, networks and brands to unprecedented heights.
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Discussion Questions:
- What is competition for the entertainment dollar?
- How might the introduction of new sports and the growth of esports present challenges for traditional mainstream sports to capture the attention of consumers?
- What is market segmentation?
- Who is Gen Z?
- Why do you think Gen Z is important to traditional mainstream sports leagues?
- How might the levels of fandom surrounding traditional mainstream sports among Gen Z consumers present challenges for marketers?
- If you were a sports business professional working for a traditional mainstream sports league like MLB or the NBA, what would you do to increase interest among Gen Z consumers? Be prepared to share and discuss your ideas.